Angela Ahrendts, once known as one of the top-paid CEO in UK now turns toward Apple’s newest job position as a senior vice president of retail and online stores. One of the most interesting and innovating marketing strategy implemented by Ahrendts was her idea of incorporating technology into marketing. In 2012, a 27,000 square foot retail empire is introduced in London which integrated advanced technology that allow customers to have the online experience physically. Techonological features such as “Full-length screens transitioning between audio-visual content displays, live-streaming hubs and mirrors. Radio-frequency identification chips attached to certain clothes and accessories so that information about a bag’s stitching and craftsmanship, or a video showing how a skirt was worn on the catwalk — will appear.” Marketing strategies involve reflexive adaptation to change in the society, in this case, it is people’s shift of interest in social media and technology. Ahrendts fully displayed swift adaption to this change as an efficient marketing strategy. I agree with the original blog poster on Mashable as I question Ahrendt’s future impact on Apple as Apple needs product innovation, not store innovation.

Click the link: Burberry’s Social Story

http://mashable.com/2013/10/15/angela-ahrendts-apple-burberry-analysis/